Submitted by Rafaela Moraes (rafaela.moraes@fgv.br) on 2016-08-02T18:34:25Z No. of bitstreams: 1 TESE completa.pdf: 1130341 bytes, checksum: 8c2f0bfc12b534c348d5b1e1c2609a2c (MD5) / Approved for entry into archive by Rafaela Moraes (rafaela.moraes@fgv.br) on 2016-08-02T18:35:44Z (GMT) No. of bitstreams: 1 TESE completa.pdf: 1130341 bytes, checksum: 8c2f0bfc12b534c348d5b1e1c2609a2c (MD5) / Approved for entry into archive by Rafaela Moraes (rafaela.moraes@fgv.br) on 2016-08-02T18:36:25Z (GMT) No. of bitstreams: 1 TESE completa.pdf: 1130341 bytes, checksum: 8c2f0bfc12b534c348d5b1e1c2609a2c (MD5) / Made available in DSpace on 2016-08-02T18:36:45Z (GMT). No. of bitstreams: 1 TESE completa.pdf: 1130341 bytes, checksum: 8c2f0bfc12b534c348d5b1e1c2609a2c (MD5) Previous issue date: 2007-03 / Consumer researchers from multiple tendencies had already noticed the importance of understanding the emotional phenomena associated to consumption. Emotions are key components of the human behavior and help understand the consumer behavior as well. In my thesis I present an analysis of the relationship between the feeling of shame and the meanings of consumption. Following Bagozzi, Gürhan-Canli, and Priester (2002) proposal, I had adopted an approach focused on the social basis of emotions. Although people can experience emotions privately, some emotional responses emerge from interpretations triggered by social events. In order to access the feelings experienced by the individuals during consumption I had chosen an interpretative perspective for the research. As a consequence of my epistemological option it was necessary for me to use a coherent methodological approach. The interpretative interactionism had provided a very useful resolution to the problems of analyzing the voluminous data that results in a qualitative research. The use of the interpretive interactionism was very helpful not only during the data analysis but also during the writing process. Each chapter of my thesis present a phase of the method as proposed by Denzin (1989). I could remain fully focused on the phenomenon under study because of the progressive (step-like) character of the analysis. This method made it possible to reach the perspectives of the respondents through their languages, attitudes and thoughts. I had achieved a rich and complete interpretation of the consumption experiences related to the feeling of shame. Three cases broadly represent the data retrieved and present to the reader a close examination of the elements used on the interpretation process. It was clear that the feeling of shame could influence and change the meanings of consumption of goods and services and change the consumer evaluation about it. Such clarification can be useful to marketers and researchers interested in the unpredictability of the consumer behavior. / O estudo das emoções no consumo é fundamental para a expansão do conhecimento da área de marketing. Pesquisadores de consumo de múltiplas tendências já perceberam a importância de se compreender mais profundamente os fenômenos emocionais associados ao consumo. Esta tese apresenta uma análise das relações entre o sentimento de vergonha e os significados de consumo. Utilizei uma abordagem de orientação sociológica, focada nas relações entre o indivíduo e o grupo na construção de seus sentimentos. Para poder penetrar no mundo dos sentimentos vividos pelos indivíduos, adotei uma perspectiva interpretativa para a pesquisa. Como conseqüência direta de minha opção epistemológica, foi necessária a utilização de uma abordagem metodológica capaz de alcançar os conjuntos de significados subjetivos dos indivíduos organizados dentro de um contexto social. Essencialmente, ficou demonstrado que o interacionismo interpretativo (DENZIN, 1989) ofereceu uma solução útil e consistente para os problemas de análise dos volumosos dados resultantes da abordagem qualitativa. A utilização do interacionismo interpretativo permitiu que eu permanecesse totalmente focado no fenômeno sob estudo devido às características progressivas (step-like) da análise. Além disso, a abordagem adotada tornou possível o acesso às perspectivas dos participantes através de suas linguagens, atitudes e pensamentos. Como resultado, obtive uma interpretação mais rica e completa das relações de consumo que envolvem a vergonha. Foram construídos três casos que representam de forma abrangente as entrevistas capturadas. Estes três casos ofereceram indicações suficientes para a discussão acerca dos principais pontos levantados. Ficou claro que a vergonha pode agir de maneira a constituir e modificar o significado de consumo de bens e serviços e alterar a avaliação do consumidor com relação a estes. Além disso, o estudo da vergonha pode ter conseqüências práticas para o marketing uma vez que este sentimento está relacionado ao estímulo ou desestímulo do consumo, além de surgir como resposta para algumas experiências de consumo.

Syftet med uppsatsen är att undersöka vilka möjligheter lärarutbildare inom hem- och konsumentkunskap vid lärarutbildningen för årskurs 7-9 ser att skönlitteraturen kan ha för att närma sig lärandemål som rör jämställdhet och jämlikhet samt undersöka hur ett arbete med skönlitteraturen som grund kan ta sig uttryck inom hem- och konsumentkunskapsundervisningen på lärarutbildningen. Två frågeställningar har legat som grund för uppsatsen: Vilka möjligheter och utmaningar kan skönlitteraturen erbjuda när lärarutbildare inom hem- och konsumentkunskap på lärarutbildningen ska arbeta med lärandemål som rör jämställdhet och jämlikhet? Hur kan undervisningen kring jämställdhet och jämlikhet i ämnet hem- och konsumentkunskap vid lärarutbildningen ta sig uttryck när den skönlitterära texten blir utgångspunkt? Intervjuer och gruppsamtal har använts för att samla in empiri och materialet har sedan diskuterats utifrån följande teoretiska begrepp – didaktisk potential, narrativ fantasi, kreativ läsning och didaktisk läsart. Studien visar att lärarutbildarna ser många möjligheter med att använda skönlitteratur i sin undervisning. Skönlitteraturen har med andra ord en didaktisk potential inom hem- och konsumentkunskapsämnet. Vidare visar studien att textsamtal är något som lärarutbildarna förespråkar när den skönlitterära texten ska bli en del av undervisningen. / <p>Kompletterande masteruppsats.</p>

Existing research suggests that when consumers encounter hybrid products or boundary-spanning products with attributes belonging to multiple categories, consumers tend to generate inferences based on only a single product category. Reliance on a single category for inferencing is termed as the “single category belief problem” which has been regarded as a vital marketing challenge because it leads consumers to underestimate the true utility of a hybrid product as certain product attributes are ignored. Our objective was to explore whether single category beliefs manifest in consumer choice for a hybrid product when strategically placed within varying contexts. The research used discrete choice experiment (DCE) to test hypotheses. Our research confirms that the single category belief is evident in consumer choice. We also found that the context the hybrid product is placed within has a major influence on what consumers preferred the most. Depending on the context a hybrid product was seen in had significant influence on how consumers evaluated product attributes and made purchase decisions. The findings for this research may be very beneficial for marketers.

Entrepreneurship education can contribute beneficially to learners’ schooling and should be structured and implemented (within programmes or curricula) to facilitate these benefits. In the South African secondary school curriculum, only Consumer Studies includes significant entrepreneurship education. Despite this potential of Consumer Studies, entrepreneurship education benefits do not always reach learners, due to underprepared teachers and the ineffective implementation of the curriculum. The study aimed to explore how and to what extent entrepreneurship education is embedded in the intended and enacted curriculum for Consumer Studies, with the purpose of proposing a framework to provide guidance to teachers for the effective structuring and implementation of entrepreneurship education in Consumer Studies. A multi-phase sequential exploratory and descriptive mixed-methods research design, rooted in constructivism, was used. Document analysis, an online survey and focus group interviews were used for data collection. Initially, entrepreneurship education in the overall South African secondary school curriculum was explored. Subsequently, entrepreneurship education in the Consumer Studies curriculum was focused on, investigating (a) the potential value it contributes to the subject, (b) the extent to which the curriculum is structured to support trepreneurship education, and (c) how teachers implement it in practice. Phase 3 identified best practice for entrepreneurship education internationally, which was compared to the findings from the previous two phases. Based on the previous findings, a framework for the effective structuring and implementation of entrepreneurship education in Consumer Studies, was ultimately proposed. It was apparent from the findings that entrepreneurship education only appears infrequently, unstructured and in isolated subjects in South Africa. Furthermore, even though Consumer Studies has great potential to contribute value to learners’ lives and is well structured to support constructivist entrepreneurship education, it transpired that this potential does not always reach learners, owing to the ineffective structuring and implementation of the curriculum. This study revealed the dearth of well-structured entrepreneurship education as part of the South African secondary school curriculum, with the exception of Consumer Studies. We anticipate that the framework will enhance teachers’ implementation of entrepreneurship education in Consumer Studies, which should augment the benefits thereof for learners. / Summary in English, Xhosa and Zulu / Thuto ya bogwebi e ka tshwaela ka tsela e e mosola mo go ithuteng ga morutwana mme e tshwanetse go rulaganngwa le go diragadiwa (mo mananeong gongwe kharikhulamo) go gokaganya dipoelo tseno. Mo kharikhulamong ya dikolo tsa sekontari tsa Aforikaborwa, ke fela Dithuto tsa Badirisi tse di akaretsang thuto e e botlhokwa ya bogwebi. Le fa go ntse go na le bokgoni jono mo Dithutong tsa Badirisi, dipoelo tsa thuto ya bogwebi ga di fitlhelele barutwana ka gale ka ntlha ya barutabana ba ba sa ipaakanyang mo go lekaneng le tiragatso e e seng mosola ya kharikhulamo. Maikaelelo a thutopatlisiso e ne e le go sekaseka gore thuto ya bogwebi e tseneletse go le kana kang le gone jang mo kharikhulamong e e lebeletsweng le e e fetisitsweng ya Dithuto tsa Badirisi, ka maikaelelo a go tshitshinya letlhomeso la go tlamela barutabana ka kaedi ya go rulaganya le go diragatsa thuto ya bogwebi mo Dithutong tsa Badirisi ka tsela e e mosola. Go dirisitswe mokgwa wa patlisiso wa magatomantsi le o o kopaneng mme o theilwe mo go lebeleleng maitemogelo. Go dirisitswe tshekatsheko ya dikwalo, tshekatsheko ya mo inthaneteng mmogo le dipotsolotso tsa ditlhopha tse di rileng go kokoanya data. Kwa tshimologong go ne ga sekasekiwa thuto ya bogwebi mo kharikhulamong ya dikolo tsa sekontari tsa Aforikaborwa ka kakaretso. Morago ga moo, go ne ga lebelelwa thuto ya bogwebi mo kharikhulamong ya Dithuto tsa Badirisi, go sekasekiwa (a) boleng jwa bokgoni jo e bo tshwaelang mo serutweng, (b) gore kharikhulamo e rulagantswe go tshegetsa thuto ya bogwebi go fitlha fa kae, le (c) ka moo barutabana ba e diragatsang ka gona. Legato la 3 le supile ditiragatso tse di gaisang tsa thuto ya bogwebi boditšhabatšhaba, tse di neng tsa bapisiwa le diphitlhelelo go tswa kwa magatong a mabedi a a fetileng. Go ikaegilwe ka phitlhelelo tse di fetileng, go ne ga felelediwa go tshitshintswe letlhomeso la go rulaganya le go diragatsa thuto ya bogwebi ka bokgoni mo Dithutong tsa Badirisi. Go ne go bonala go tswa mo diphitlhelelong gore thuto ya bogwebi e tlhagelela fale le fale, e sa rulagana mme gape e le mo dirutweng tsele le tsele mo Aforikaborwa. Mo godimo ga moo, le fa Dithuto tsa Badirisi di na le bokgoni jo bogolo jwa go oketsa boleng mo matshelong a barutwana mme di rulagane sentle go ka tshegetsa thuto ya bogwebi e e ikaegang ka maitemogelo, go tlhageletse gore ga se gantsi bokgoni jono bo fitlhelelang barutwana, ka ntlha ya thulaganyo le tiragatso e e seng mosola ya kharikhulamo. Thutopatlisiso eno e senotse tlhaelo ya thuto ya bogwebi e e rulaganeng sentle jaaka karolo ya kharikhulamo ya dikolo tsa sekontari tsa Aforikaborwa, kwa ntle fela ga Dithuto tsa Badirisi. Re solofela gore letlhomeso le tlaa tokafatsa tiragatso ya barutabana ya thuto ya bogwebi mo Dithutong tsa Badirisi, tse di tshwanetseng go oketsa mesola mo barutwaneng. / Imfundo yezamabhizinisi (intrepreneurship education) ingalekelela kakhulu impela, ihlomulise umfundi emfundweni yakhe, futhi kumele ihleleke futhi iqaliswe (ngaphakathi ezinhlelweni zokufunda noma amakharikhulamu) ngendlela ezohlinzeka umfundi ngale mihlomulo. Kwikharikhulamu yezikole zamabanga aphezulu (amasekhondari) zaseNingizimu Afrika, yisiFundo Sezabathengi (Consumer Studies) kuphela esiqukethe ingxenye enkundlwana impela yemfundo yezamabhizinisi. Nakuba isiFundo Sezabathengi sihlinzeka ngalolu sizo, imfundo yezamabhizinisi ayivamisile ukufinyelela kubafundi, ngenxa yothisha abangavuthiwe kahle noma abangazilungiselele ngokwanele, kanye nokuqaliswa nokuqhutshwa kwekharikhulamu ngendlela engagculisi neze futhi engakhiqizi izithelo ezinhle. Lolu cwaningo kuhloswe ngalo ukuhlola nokuhlaziya ukuthi imfundo yezamabhizinisi ifakwe kanjani futhi kangakanani kwikharikhulamu ehlosiwe futhi esiphasisiwe yesiFundo Sezabathengi, ngenhloso yokwenza isiphakamiso sohlaka oluzolekelela futhi lube ngumhlahlandlela wothisha ekuhleleni kahle nokuqhuba imfundo yezamabhizinisi esiFundweni Sezabathengi. Kulolu cwaningo kwasetshenziswa idizayini yocwaningo ehlolayo ezigaba-ziningi ezilandelanayo kanye nedizayini yocwaningo esebenzisa izindlela ezixubile ezichazayo, ezigxile ku-constructivism. Ukuhlaziywa kwemibhalo, ucwaningokuhlola (isaveyi) lweinthanethi kanye nezimposamibuzo (interviews) ezigxile emaqenjini athile, kwasetshenziselwa ukuqoqa idatha. Ekuqaleni, kwahlolwa futhi kwahlaziywa imfundo yezamabhizinisi kwikharikhulamu yonkana yezikole zamabanga aphezulu zaseNingizimu Afrika. Emva kwalokho, kwagxilwa kwimfundo yezamabhizinisi esiFundweni Sezabathengi, kuphenywa (a) ubugugu nokubaluleka kwemfundo yezamabhizinisi kulesi sifundo, (b) izinga lokuhleleka kwekharikhulamu ukuze ikwazi ukweseka imfundo yezamabhizinisi, kanye (c) nokuthi othisha bangayiqalisa futhi bayiqhube kanjani ngokoqobo futhi ngendlela ephathekayo imfundo yezamabhizinisi. Isigaba 3 sahlonza inkambiso yemfundo yezamabhizinizi ephuma phambili emhlabeni wonke jikelele, eyaqhathaniswa nalokho okwatholwa ezigabeni ezimbili ezedlule. Ngokususela kulokho okwatholwa ezigabeni ezedlule, kwahlongozwa uhlaka lokuhlelwa nokuqaliswa kahle kwemfundo yezamabhizinisi esiFundweni Sezabathengi. Uma kubhekwa izinto ezatholakala ocwaningweni, kwabonakala ngokucacile ukuthi imfundo yezamabhizinisi yayithe gqwa gqwa laphaya nalaphaya, futhi itholakala ngendlela engahlelekile, ezifundweni ezithile, ezimbalwa eNingizimu Afrika. Ngaphezu kwalokho, nakuba isiFundo Sezabathengi singaba nomthelela omuhle kakhulu ezimpilweni zabafundi futhi sikulungele noma sihleleke kahle ukuze sikwazi ukweseka i-constructivist entrepreneurship education, kwahlaluka ukuthi lo mthelela omuhle awuvamisile nezeukufinyelela kubafundi, ngenxa yokungahlelwa kahle kanye nokungaqaliswa ngendlela efanele kwekharikhulamu. Lolu cwaningo lwabonisa ukuntuleka kwemfundo yezamabhizinisi ehleleke kahle, njengengxenye yekharikhulamu yezikole zamabanga aphezulu zaseNingizimu Afrika, ngaphandle kwesiFundo Sezabathengi. Sibheke ukuthi lolu hlaka lwenze ngcono ukuqaliswa nokuqhutshwa kwemfundo yezamabhizinisi ngaphansi kwesiFundo Sezabathengi, futhi lokho kuyokhulisa imihlomulo yemfundo yezamabhizinisi kubafundi. / Curriculum and Instructional Studies / D. Phil. (Curriculum Development)

DEd (Curriculum Studies) / Department of Curriculum Studies / The focus of this study was to investigate the sustainability of teaching Consumer Studies as a school subject. The study was conducted in Vhembe District schools. The main purpose of the study was to establish the extent of the challenges affecting the sustainability of teaching Consumer Studies and to develop the necessary measures to address them. Consumer Studies is in a struggle for legitimacy as a school subject, despite its recognition and designation by the Department of Education. The study argued that Consumer Studies as a school subject is a tool for creating a sustainable future for learners. The nature of the study demanded for the adoption of a qualitative research design. Purposeful sampling procedure was used to select the population for the study. 42 secondary schools which offered Consumer Studies in all the circuits of the Vhembe District were purposefully selected. Participants constituted of school principals, heads of departments and Consumer Studies teachers of the sampled schools. Interviews, Observation and Document analysis were used as strategies for data collection. Data was analyzed thematically. The study revealed that Consumer Studies as a school subject was gradually downgraded and was not given the value that it deserves by the relevant authorities. This was evident as five out of the fifteen sampled schools were in the process of excluding the subject from the curricular. The study also revealed that the school subject Consumer Studies was not promoted as a viable career option for learners. The subject was regarded as an elective in the curricular of most schools selected for the study. It was recommended that the value of Consumer Studies be considered in order to avoid its elimination while other learning areas were added into the system and given compulsory status as well. The study further recommends the promotion of Consumer Studies as a viable career option for learners at secondary schools. The study suggested a model for sustaining the teaching of Consumer Studies at secondary schools. / NRF